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Introduction 3 1.2 HOW AIRPORTS USE MARKETING AND PUBLIC RELATIONS Airport managers use public relations and marketing to communicate with their customers, a diverse group that can include airport sponsors, tenants, airlines, business prospects, and the community. Typically an airport markets for the reasons shown in Exhibit 1.1. Exhibit 1.1--Reasons to Market the Airport. Attract additional activity or business to the airport Airport Business Keep existing tenants Increase the number of based aircraft & hangars Attract passengers Air Service Solidify existing service Pursue new air service opportunities Rally support for the airport Support Inform the community, other stakeholders, and funding agencies Source: KRAMER aerotek, inc. All airports, regardless of size, engage in marketing on a regular basis. Here are a few examples that demon- strate the range of marketing and public relations activities undertaken by airports: · The airport has applied for a federal grant and has decided to brief its congressional delegation about the proposed project. · The newspaper or radio station has called the airport office for an interview. · An airline has announced intentions to build a new maintenance facility at an airport in the region and the airport seeks to advance its candidacy for site selection. · A few neighbors near the airport have complained about noise or truck traffic. · The airport seeks to attract more passengers for existing air service. · The airport wants local businesses to support a proposed new service. · A large building on the airport is available for lease. Because many small airports are run by a single individual or a small group, the main goal of this Guidebook is to help managers prepare a low cost marketing and public relations plan that targets the intended audiences, establishes a consistent and strong message, and spells out specific activities to communicate the message.